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Introduction

The Meta Conversions integration establishes a secure, Server-to-Server (S2S) connection between MoEngage and Meta. By mitigating the impact of browser-side obstacles such as cookie restrictions and ad blockers, it ensures a more consistent and high-fidelity data stream for better attribution. MoEngage supports the following distinct connectors for Meta:
  • Meta Web Conversions: Streamline website events (for example, purchases, registrations, Add to Cart) captured by the MoEngage Web SDK directly to Meta’s server.
  • Meta Offline Conversions: Sync high-value offline data (for example, In-store Transactions, CRM leads, or Phone Orders) directly into Meta to measure the full impact of your omnichannel marketing.

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Use Cases

Integrating Meta Conversions with MoEngage allows you to sync event data to support the following use cases:
  • Signal resilience: Recover “lost” conversions typically blocked by browser privacy settings or ad-blocking software.
  • Offline to online attribution: Bridge the gap between physical storefront transactions and digital ad clicks to measure total ROI.
  • Return on Ad Spend (ROAS) optimization: Provide high-quality, real-time data to Meta’s machine-learning algorithms to lower your Cost Per Acquisition (CPA) and improve ad delivery.

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Prerequisites

PrerequisitesBefore setting up, ensure you have the access to the following below:
  • Pixel ID : You must obtain a Pixel ID⁠ to use Conversions App. If you’ve already set up a Pixel for your website, we recommend that you use the same Pixel ID for your browser and server events.
  • Business Manager : You also need a Business Manager. If you don’t have a Business Manager yet, see the Help Center article on how to Create a Business Manager.
Meta Conversions is part of the Connected Channels add-on. Contact your dedicated MoEngage CSM (customer success manager) to enable it for your account.
Supported Event Types
  • This integration supports only Web and Offline conversion events.
  • Business Messaging events (ex: events sourced from Messenger, WhatsApp, or Instagram Direct) are not supported in this app.

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Integration Setup

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Step 1: Retrieve Your Pixel ID from Meta

Before connecting, retrieve your Pixel (Dataset) ID from Meta Events Manager:

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1.1. Choose the Pixel you want to implement

In Events Manager, go to Data Sources > Datasets and Pixels. Select your dataset, and then copy the Pixel ID displayed. Meta Business Manager - Pixel ID

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1.2. Select the Settings tab

Once your Pixel is selected, navigate to the Settings tab to access configuration options. Once your Pixel is selected, navigate to the Settings tab to access configuration options

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Step 2: Generate Access Token from Meta Events Manager

Inside Events Manager, follow these steps: Inside Events Manager, follow these steps Once you have your token, click on the Manage Integrations button in the Overview tab in Events Manager. In the pop-up screen, click the Manage button next to Conversions API. This will automatically create a Conversions API app and Conversions API system user for you. There is no need to go through App or share any permissions. Once you have your token, click on the Manage Integrations button in the Overview tab in Events Manager. In th
Note: The Generate access token link is only visible to users with developer privileges for the business. The link is hidden from other users.Important: If you generate a new access token, make sure to update it in MoEngage before using the connector.

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Campaign Setup

Choose the integration type you want to set up. Both Web and Offline Conversions require the same authentication credentials but track different types of conversion events.

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Step 1: Connect Meta Web Conversions in the App Marketplace

To connect Meta Web Conversions in the App Marketplace, perform the following steps:
  1. On the left navigation menu in the MoEngage UI, click App Marketplace.
  2. On the App Marketplace page, search for Meta Conversions.
  3. Click the Meta Conversions tile.
  4. On the Meta Conversions page, click the Integrate tab.
  5. Click the (dropdown)down arrow key, and then click Track Web Conversions.
  6. Enter the following details:
FieldRequiredDescription
Connection nameYesA unique internal name (for example, Meta Web Conversions).
Pixel IDYesYour unique Meta Pixel ID.
Access TokenYesPaste the Access Token generated from Meta Events Manager.
  1. Click Connect to save your connection. Connection Form

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Step 2: Create a Meta Web Conversions Campaign

To create a Meta Web Conversions campaign, perform the following steps:
  1. On the left navigation menu in the MoEngage UI, click Engage, and then click Campaigns.
  2. On the All campaigns page, click + Create campaign.
  3. In the Create campaign dialog box, under Connected Apps, click Meta Conversions and then click the most suitable delivery type.
  4. In Step 1 (Target Users), select your audience.
  5. In Step 2 (Content), select your Connector (Track Web Conversions) and your created connection.
  6. Under Conversion Details, configure the following fields:
FieldRequiredDescription
Event TypeYesSelect a standard Meta conversion event from the dropdown.
Event Source URLYesThe browser URL where the event happened. Must match your verified domain. Ex: ‘https://example.com/checkout’.
Event IDNoUnique ID such as Lead or Transaction ID to avoid duplicate events.
Conversion ValueNoRevenue generated from the conversion.
CurrencyNoSelect the currency code from the dropdown
Click IDNoMeta Click ID stored in the _fbc browser cookie. Highly recommended for accurate attribution. The Meta Click ID (fbclid) captured in the user profile is used for matching events to ad clicks.
Client User AgentNoThe user agent for the browser corresponding to the event. Example: Mozilla/5.0 (Windows NT 10.0; Win64; x64)
Note: Email and phone fields are auto-populated with standard MoEngage user attributes. These are automatically hashed using SHA-256 before transmission to protect user privacy.Campaign Configuration
  1. Your campaign is now ready to be tested and sent. Using the Test functionality, you can also test your connector configuration. Test Campaign
  2. You would receive a message as shown below, this confirms your setup is complete.
  3. Publish the campaign. Success Message
Event Time Limit for Web Events: The event time must not be more than 7 days in the past at the time of sending. If any event in the request has a time older than 7 days, Meta will reject the request and no events will be processed.